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When you only have one branded product or service, brand structure isn’t an issue. But, if you have—or start to offer—more products and services, it is wise to have a predetermined structure in place to accommodate the new products and avoid confusing your brand. We have worked with many companies that didn’t consider brand structure at an early stage of product development and had to create structure as the subsidiary and brand portfolio grew in a willy-nilly fashion. Determining a brand structure is much easier before you have developed a product line or before you develop category brands. Doing it the other way around is like building a house, then calling an architect to come fix the design.

There ...

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